Authorship is rapidly becoming important to search engine optimization (SEO). As Google starts to look at the author of the content and their influence as much as the website on which it is posted, Google also looks at the relationships that the author has with other authors in the space. This article on Search Engine Journal is a good introduction to the importance of authorship to SEO.
You may already be aware that there is actually a tag (rel=author) that confirms authorship. In addition to that tag, there are some other major factors of authorship that affect SEO:
“…Authors are then ranked based on the engagement factors of the content they produce. These factors include: social endorsements (tweets, +1’s, shares, likes); the influence and relevancy of those providing the social endorsements; comments on social networks (such as Yelp); the influence and relevancy of those commenting; and the quality and relevancy of inbound links pointing to the content…”
Another strengthener for influencer relations is the searcher’s your relationship with the author. Imagine you are researching search engine optimization techniques. If you are utilizing personalized results, and you are a friend of a friend with an author, it is more likely for that author’s content to rank higher in your personalized results based on the number and strength of connection between you, the author, and the author’s friends.
It is safe to assume many brands are not thinking about SEO while they are doing this. Getting in front of these audiences is worthwhile for brand impact alone. SEO impact is directly measureable, and influencer relations are a long-term insurance and a defensible source of mind-share.
This post was contributed by Eric Werner, an interactive marketing consultant specializing in web analytics, organic search engine optimization, and pay-per-click management.
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